According to Beko’s consumer behavior research; when people are looking to buy a new white good, they check these three things first: design, practicality and extra functions. That’s mainly because efficiency isn’t seen as a materialized benefit.

When we had the Beko dishwasher efficiency brief, we looked for a way to materialize the efficiency. Because people believe something when they see it. What they needed to see was that a person living in developed countries uses 300 liters of water every day. We have to be efficient. New Beko dishwasher makes that possible using much less water than usual.

So, how could we show people the actual amount of water Beko dishwasher uses? We created an outdoor ad...made of water. No ink, no printing, no paper, only epoxy (a material that looks like water when it dries up) as much as the amount of water a Beko dishwasher uses.

The idea we found was to create an outdoor ad with the exact amount of water the new Beko dishwasher uses. How though? Water itself wouldn’t work. We needed a liquid material that freezes and looks like water after the implementation. After a bit of a search, we discovered epoxy. We needed to shape and spread it well. On what surface? Glass, plastic or paper didn’t work. Acetate did. So we obtained an acetate layer in the size of an outdoor ad.

After weeks, maybe months-long practice and rehearsal, we started the implementation of the Aquaboard. After 30 days of hard and attentive work, we let it dry. When it was done and ready to go, we moved our unique piece of work to the location that we chose to display it, one of the most crowded centers of Istanbul.

Water scarcity is real. So is the need for efficiency. When you work for a brand who produces specifically energy efficient products, the communication you design becomes more than a commercial. Aquaboard was not only about a product. It was also about the fact that we need to be efficient. That’s why it was valuable for Beko.

While you're designing an ad, the easiest thing you do is to create a story. Stories are fictional. People realize that. Most of the time it’s hard for a fictional story to convince people. That’s not the case with the Aquaboard. It was a real ad about a real benefit of a real product. That’s why it was easier for it to create an impact on the sales. So, the achievement that we expected against the brief was, yes, telling people about new Beko dishwasher by giving them a real, solid reason why.